Thinking
Repco is the leading supplier of vehicle parts, solutions and
accessories in New Zealand with over 85 stores nationwide and
having operated for over 26 years. Repco has prospered because of
the continual focus on quality, product availability and knowledge
to provide the right solutions to our customers at competitive
prices.
In 2008, Repco New Zealand undertook two key sponsorships: The
Repco Rally of New Zealand and a number of promotional initiatives
with Indianapolis 500 Winner Scott Dixon.
What was done
Repco sponsored The WRC (World Rally Championship) Rally of New
Zealand for a 12 month period. The sponsorship involved naming
rights to the rally, extensive branding on all 80 rally cars,
stages, clothing and all marketing collateral as well as exclusive
naming rights and brading of the first ever live coverage programme
on Sky TV: Repco Rally Live channel.
Repco first partnered with Scott Dixon to sell the Scott Dixon
designed bandannas in Repco stores throughout October to raise
funds for CanTeen (a charity supporting 13-24 year olds living with
cancer).
To promote this intiative, DBPR organised a press conference at
the Hilton Hotel. As Scott began his racing career in the karting
scene, he was to make his entrance on a kart coming down Princes
Wharf with 40 young karters in tow.
The press conference was well managed with CanTeen patients in
attendance. Interviews with Scott Dixon, a Canteen representative
and Repco personnel were followed by questions from the floor.
Motoring and sports media were invited to the event and
one-on-one interviews were organised and managed at the conclusion
of the main press conference. DBPR arranged the branding of the
event to ensure excellent exposure for Repco.
The result
Total brand exposure for Repco with its sponsorship of the Rally
totalled over $2.5 million with media coverage worth over $2.9
million. Repco achieved all its objectives, owning the WRC Repco
New Zealand Rally event and integrating it into the marketing
programme. It also revitalised the rally attracting record crowds
and reinvigorating the event. The sponsorship by Repco of the rally
also means the event is secure and will stay on the international
calendar for years to come thus bringing in future economic impact
to the region and New Zealand.
Media coverage generated from the press conference for Scott
Dixon was outstanding. Coverage was evaluated at over $645,000 and
included TVNZ One News, TV3 News, Prime TV, Maori TV, NZ Woman's
Day, Sunday Star-Times, NZ Herald and the Otago Daily Times.
www.repco.co.nz